搜索引擎营销账户策略研究
发布时间：2018-11-13 09:55
【摘要】：搜索引擎随着互联网的飞速发展已经成为人们日常生活中不可缺少的一种工具,它在满足人们各式各样的搜索需求的同时也逐渐受到品牌主的青睐,搜索引擎营销因其低投入高回报的特性蓬勃发展起来。本文在对搜索引擎营销的研究背景及相关基础概念、特性和效果分析维度进行梳理之后,结合SIVA范式、使用与满足及舒咏平“信息邂逅与搜索满足”等理论详细介绍了搜索引擎营销的发展脉络,突出了用户的主动性以及品牌主制定正确营销策略的重要性。然后重点论述了A公司的搜索引擎营销实践,从账户搭建到关键词、创意等的设置一直到不同策略下的搜索引擎营销效果的评估。本文对于上述案例进行了较为详尽的阐述,并引用了较多的真实数据与图表来探讨搜索引擎营销中的主要策略。本文力求在实证的基础上得出结论,即保持核心品牌词的长期在线并给予重视,以及在节日营销中对其他类别的词的关注,这样才能在有限的预算下将营销效果最大化。除此之外,本文还探讨了新广告法规形势下,搜索引擎营销的界定及发展方向,以及在魏则西事件之后借用伦理学“波特图示”对搜索引擎营销进行伦理考量。本文综合采用了定性定量研究法、比较分析法、文献分析法及案例分析法等研究方法,结合行业的前沿动态,以及真实的数据报告使得本文的研究内容兼具实用性及新颖性。
[Abstract]:With the rapid development of the Internet, search engine has become an indispensable tool in people's daily life. Search engine marketing is booming because of its low investment and high return. After combing the research background and related basic concepts, characteristics and effects of search engine marketing, this paper combines the SIVA paradigm. Using the theory of "Information encounter and search satisfaction", this paper introduces the development of search engine marketing in detail, and highlights the initiative of users and the importance of brand owner to make correct marketing strategy. Then it focuses on the practice of search engine marketing in company A, from account building to keyword, creative setting up to the evaluation of search engine marketing effect under different strategies. In this paper, the above cases are described in detail, and more real data and charts are cited to explore the main strategies in search engine marketing. This paper tries to draw a conclusion on the basis of empirical research, that is, to keep the core brand words online for a long time and pay attention to them, as well as to pay attention to other categories of words in holiday marketing, so that the marketing effect can be maximized under the limited budget. In addition, this paper also discusses the definition and development direction of search engine marketing under the new advertising laws and regulations, as well as the ethical considerations of search engine marketing after Wei Zexi's incident with "Porter Picture" of ethics. In this paper, the qualitative and quantitative research method, comparative analysis method, literature analysis method and case analysis method are adopted, combined with the frontier trends of the industry, as well as the real data report, which makes the research content both practical and novel.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
本文编号：2328755
[Abstract]:With the rapid development of the Internet, search engine has become an indispensable tool in people's daily life. Search engine marketing is booming because of its low investment and high return. After combing the research background and related basic concepts, characteristics and effects of search engine marketing, this paper combines the SIVA paradigm. Using the theory of "Information encounter and search satisfaction", this paper introduces the development of search engine marketing in detail, and highlights the initiative of users and the importance of brand owner to make correct marketing strategy. Then it focuses on the practice of search engine marketing in company A, from account building to keyword, creative setting up to the evaluation of search engine marketing effect under different strategies. In this paper, the above cases are described in detail, and more real data and charts are cited to explore the main strategies in search engine marketing. This paper tries to draw a conclusion on the basis of empirical research, that is, to keep the core brand words online for a long time and pay attention to them, as well as to pay attention to other categories of words in holiday marketing, so that the marketing effect can be maximized under the limited budget. In addition, this paper also discusses the definition and development direction of search engine marketing under the new advertising laws and regulations, as well as the ethical considerations of search engine marketing after Wei Zexi's incident with "Porter Picture" of ethics. In this paper, the qualitative and quantitative research method, comparative analysis method, literature analysis method and case analysis method are adopted, combined with the frontier trends of the industry, as well as the real data report, which makes the research content both practical and novel.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
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